The Macallan, distributed by Maxxium UK, has opened its doors to consumers at The Macallan Residence in the first UK event of its kind for the luxury single malt whisky.
The Macallan took up residence at the prestigious neo-Gothic mansion Two Temple Place in London for two nights only (2 and 3 June), where consumers were taken on a journey of carefully curated experiences exploring the world of photography, food and fashion.
The Macallan Residence was created to invite consumers into the world of The Macallan and to celebrate the award winning The Macallan 1824 Series. With over 700 consumers entering The Macallan Residence, the brand reported strong consumer engagement over the course of the two evenings.
Guests were greeted with bespoke branded keys and invited to unlock their senses. The evening began with an exclusive masterclass by Wayne Collins from Maxxium’s Mixxit team in the art of cocktail making with a twist on the classic Old Fashioned cocktail, ‘The Macallan Old Gold’.
Esquire supported the event as media partner. The luxury men’s magazine hosted tailor Timothy Everest and a bespoke styling service as well as Shinola who offered guests personalised monogramming.
Guests were invited to nose and taste Amber, Sienna and Ruby, award winning whiskies from The 1824 Series in a chocolate and whisky pairing from Artisan Du Chocolat and Mixxit’s David Miles.
Keith Bonnington, The Macallan Senior Brand Manager, commented: “Creating The Macallan Residence allowed us to open our doors and welcome consumers into the world of The Macallan. These events were the first of their kind in the UK and we wanted consumers to be able to truly experience The Macallan, bringing to life the brand’s luxury credentials and our unwavering dedication to quality and craft. Our venue, Two Temple Place, offered the perfect combination of grandeur with the intimacy of a private house party, and our hosts showcased the very best of The Macallan.
“The Macallan Residence allowed us to introduce our single malts to new consumers and deliver strong brand engagement in a memorable way.”
Issued by The BIG Partnership on behalf of Maxxium UK
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